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題名 消費者風險認知對於使用行動支付意願之影響
The effect of consumers` risk perception on the usage of mobile payment作者 陳眉君
Chen, Mei-Chun貢獻者 蘇威傑
Su, Wei-Chieh
陳眉君
Chen, Mei-Chun關鍵詞 行動支付
知覺風險
道德信任風險
便利性認知
使用意願
Mobile Payment
Risk Perception
Moral Hazard
Convenience Perception
Usage Intention on Mobile Payment日期 2019 上傳時間 3-Oct-2019 17:16:04 (UTC+8) 摘要 科技日益發達下，電商蓬勃發展更帶動以手機為主的行動支付龐大商機。Line Pay、Apple Pay與街口支付等常見行動支付工具，改變傳統消費結帳效率，如今可透過一支手機即快速完成結帳、繳費、轉帳等多元目的。除便利性，銀行與支付業者提供大量折扣優惠，吸引用戶加入使用。社會中亦主要談論行動支付的優點，然從近年國內外媒體不時傳出的盜刷與個資外洩新聞，也發現行動支付實則隱含著風險議題。本研究探討消費者的風險認知對於使用行動支付意願的影響，以知覺風險、道德信任風險、便利性認知等文獻提出研究架構，設計文案操弄的實驗方法，檢驗閱讀一般性或含風險資訊行動支付文章的兩群受測者，在頻繁使用意願的異同。共回收192份有效問卷，經過迴歸分析，得出以下研究發現：1.高風險資訊接觸程度或是高風險知覺的消費者，愈不願意頻繁的使用行動支付。2.消費者的便利性認知與信心程度，會正向影響頻繁使用行動支付的意願。3.然而便利性或是信心提升，並不抵銷風險之於消費者較不願頻繁使用行動支付意願的影響。以此結論提供參與行動支付所有業者參考，並提出降低風險之實務建議，與給予未來學者相關研究的參考與建議。
With the rapid development of the internet and technology, e-commerce become prosperous and thus form a huge potential market for the mobile payment. The common mobile payment tools such as Line Pay, Apple Pay and Jko Pay have revolutionized the traditional payment process by enabling consumers to pay and transfer account with a smart phone merely. In addition to convenience, abundant discount offering by the banks and the payment servers also become the major incentive for consumer to use it. It seems that we all praise the advantages of the mobile payment. However, as some risk cases such as credit card fraud and privacy leakage gradually emerge in the media, the issue of mobile payment risks have become more and more crucial.Therefore, this study will focus on the effect of consumers` perceived risk on the usage of mobile payment. With theories of risk perception, moral hazard, and convenience perception as the research frame, this study initiated the experiment research by asking 2 groups of participants reading either the normal or risk articles of mobile payment, and then examined whether they had different results on their intension of using mobile payment. 192 valid questionnaires were retrieved, by conducting regression, below are 3 major outcomes: (1) Consumers with high exposure to the risk information or high perception of risk, are less unwilling to use mobile payment. (2) Consumers with high degree of convenience or confidence perception, are more willing to use mobile payment. (3) However, consumers won’t feel less risky and more willing to use mobile payment due to increasing of convenience or confidence. The conclusions provide all the participants in regard to mobile payment as a references, and proposed some practical suggestion about reducing the risk, and provide the advice to the research scholars in the future.參考文獻 中文文獻小丰子(2018)。Apple Pay驚傳被盜刷，還安全嗎? Apple Pay被盜刷的原因。取自：https://www.kocpc.com.tw/archives/161218中華民國銀行商業同業公會全國聯合會(2017)。金融機構提供QR Code掃描支付應用安全控管規範。中華民國銀行商業同業公會全國聯合會(2017)，QR Code掃描支付應用安全控管規範。吳優生(2018)。探討中國大陸和台灣消費者行動支付之使用意願及影響因素。國立政治大學國際經營與貿易學系碩士論文。周樹林(2018)。行動支付發展趨勢與策略。取自：http://www.thinkfintech.tw/Article?q=ART180301001邱志聖(2014)，策略行銷分析：架構與實務應用(四版)。台北：智勝文化。金融監督管理委員會(2015)。《電子支付機構管理條例》。金融監督管理委員會(2018)。《電子票證發行管理條例》。科技新柚(2018)。Apple Pay為何會被盜刷。取自：https://www.3cblog.idv.tw/2017/08/fraudulent-usage-apple-pay-20170826.html?m=1胡自立(2015)。行動支付市場驅動因素與趨勢剖析。取自：https://www.moea.gov.tw/MNS/doit/industrytech/IndustryTech.aspx?menu_id=13545&it_id=10胡自立(2017)。洞悉行動支付產業動態與未來趨勢。財金資訊季刊，89，pp.1-8范姜群暐(2012)。行動商務大未來。財金資訊季刊，72，pp 2-6。唐天喜(2016)。想綁卡蘋果支付，卻被盜刷上萬元，Apply Pay要怎麼用。取自：https://kknews.cc/zh-tw/tech/oggnokp.html翁世吉、田育任(2014)。「行動商務」支付應用發展趨勢。財金資訊季刊，78，pp.19-26張孝維(2018)。QR Code 行動支付應用。財金資訊季刊，91，pp. 33-35。郭逸樵(2014)。以Smartphone為核心的行動支付時代。取自：https://www.digitimes.com.tw/iot/article.asp?cat=158&id=0000379880_xc59if547saq5h1zfwzi4陳少莆(2014)。行動裝置與服務體驗對於O2O模式消費者使用意願之影響。靜宜大學資訊傳播工程學系碩士論文。陳建宏(2004)。消費者對於非接觸式電子票證使用意願之研究-以台北悠遊卡為例。國立成功大學交通管理學系碩士論文。陳飛宇(2011)。近場通訊(NFC)技術與測試( Near Field Communication (NFC) Technologyand Measurements) 。台灣羅德史瓦茲有限公司報告。楊子萱(2018)。「1天噴1.8萬」用iPhone被盜刷！只因設置這個功能。取自：https://www.ettoday.net/news/20181011/1278537.htm溫紹群、林錦龍、張孟傑(2015)。行動支付之安全風險與因應。財金資訊季刊，84，pp.43-47。資策會(2017)。「行動支付消費者調查」。資策會(2018)。「行動支付大調查」。廖鴻圖、郭明煌、邱孟佑、石慧娟(2008)。消費者使用NFC手機行動支付行為模式研究。知識社群與系統發展研討會。潘維忠(2016)，台灣行動支付的現況與展望，教育部「105年校務行政e化交流服務計畫」。蔡怡杼(2017)。Apple Pay來台爆首宗盜刷，黃琪被逮。取自：https://www.cna.com.tw/news/firstnews/201708250125.aspx魯岑(2017)。騙子永遠在與時俱進！這些二維碼掃碼陷阱千萬別跳。發表於蘇寧財富資訊。取自：https://zhuanlan.zhihu.com/p/27921273蕭佑和(2018)。台灣行動支付大亂鬥：這麼多種「Pay」，誰能成為最大贏家。取自：https://buzzorange.com/techorange/2018/08/22/multi-pay-compare-in-taiwan/Ryan(2016)。【硬塞科技字典】什麼是第三方支付。取自：https://www.inside.com.tw/article/6844-what-is-third-party-paymentMitchell(2016)。別再傻傻分不清！台灣的電子支付和第三方支付差別在哪。取自：https://www.inside.com.tw/article/6844Mitchell(2016)。電子支付VS第三方支付：別再說這是同個東西，關鍵在能不能「轉帳」啊。取自：https://buzzorange.com/techorange/2016/12/07/e-payment-and-third-party-payment/英文文獻Archit Dua. NFC-How it works. Retrieved from https://rfid4u.com/nfc-how-it-works/.Baird, I. S., & Thomas, H. (1985). Toward a Contingency Model of Strategic Risk Taking.Academy of Management Review, 10, pp. 230-243.Bank for International Settlements. (2012). “Innovations in retail payments”, Retrieved fromhttp://www.ibs.org/cpmi/publ/d102.htm.Bauer, R.A. (1960). Consumer Behavior as Risk Taking. In: Hancock, R.S., Ed., DynamicMarketing for A Changing World, American Marketing Association, Chicago, pp.389-398.Berry, L. L., Seiders, K., and Grewal, D. (2002). Understanding Service Convenience,Journal of Marketing, 66(3), pp.1-17Bivens, Gordon E., Carol B. Volker. (1986). A Value-Added Approach to HouseholdProduction: The Special Case of Meal Preparation, Journal of Consumer Research, 13(2), pp. 272–279.Brown, L.G. Convenience in Services Marketing. J. Serv. Marl. (1990). 4(1), pp. 53-59Chandra, S., Srivastava, S. C., Theng, Y.-L. (2010). Evaluating the Role of Trust in ConsumerAdoption of Mobile Payment Systems: An Empirical Analysis, Communications of the Association for Information Systems, 27(29), pp. 561-588.Cox, D.F. (1967). Risk handling in consumer behavior - an intensive study of two cases, inCox, Donald F. (ED.). Risk taking and information handling in consumer behavior, Boston : Harvard University Press, pp. 34-81.Cunningham, S.M. (1967) The Major Dimensions of Perceived Risk. In: Cox. D.F. (Ed.). RiskTaking and Information Handing in Consumer Behavior, Harvard University Press, Boston, pp. 82-108.Jacoby, J. and Kaplan, L. B. (1972). The components of perceived risk. Advances in consumerresearch, M. Venkatesan, ed., Chicago, Vol.3, pp.383-393.Kerem Ok, Vedat Coskun, Busra Ozdenizci, (2011). “Near Field Communication (NFC): FromTheory to Practice”.Laura Yale and Alladi Venkatesh (1986) ,Toward the Construct of Convenience in ConsumerResearch. Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, pp. 403-408.Lee, J., & Allaway, A.(2002). Effects of personal control on adoption of self‐servicetechnology innovations, Journal of Services Marketing, 16(6), pp. 553-572.Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1),pp. 56-61.Stone, R. N., & Grønhaug, K. (1993) Perceived Risk: Further Considerations for the MarketingDiscipline, European Journal of Marketing, 27(3), pp. 39-50. 描述 碩士
國立政治大學
國際經營與貿易學系
106351021資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106351021 資料類型 thesis dc.contributor.advisor 蘇威傑 zh_TW dc.contributor.advisor Su, Wei-Chieh en_US dc.contributor.author (Authors) 陳眉君 zh_TW dc.contributor.author (Authors) Chen, Mei-Chun en_US dc.creator (作者) 陳眉君 zh_TW dc.creator (作者) Chen, Mei-Chun en_US dc.date (日期) 2019 en_US dc.date.accessioned 3-Oct-2019 17:16:04 (UTC+8) - dc.date.available 3-Oct-2019 17:16:04 (UTC+8) - dc.date.issued (上傳時間) 3-Oct-2019 17:16:04 (UTC+8) - dc.identifier (Other Identifiers) G0106351021 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/126572 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 106351021 zh_TW dc.description.abstract (摘要) 科技日益發達下，電商蓬勃發展更帶動以手機為主的行動支付龐大商機。Line Pay、Apple Pay與街口支付等常見行動支付工具，改變傳統消費結帳效率，如今可透過一支手機即快速完成結帳、繳費、轉帳等多元目的。除便利性，銀行與支付業者提供大量折扣優惠，吸引用戶加入使用。社會中亦主要談論行動支付的優點，然從近年國內外媒體不時傳出的盜刷與個資外洩新聞，也發現行動支付實則隱含著風險議題。本研究探討消費者的風險認知對於使用行動支付意願的影響，以知覺風險、道德信任風險、便利性認知等文獻提出研究架構，設計文案操弄的實驗方法，檢驗閱讀一般性或含風險資訊行動支付文章的兩群受測者，在頻繁使用意願的異同。共回收192份有效問卷，經過迴歸分析，得出以下研究發現：1.高風險資訊接觸程度或是高風險知覺的消費者，愈不願意頻繁的使用行動支付。2.消費者的便利性認知與信心程度，會正向影響頻繁使用行動支付的意願。3.然而便利性或是信心提升，並不抵銷風險之於消費者較不願頻繁使用行動支付意願的影響。以此結論提供參與行動支付所有業者參考，並提出降低風險之實務建議，與給予未來學者相關研究的參考與建議。 zh_TW dc.description.abstract (摘要) With the rapid development of the internet and technology, e-commerce become prosperous and thus form a huge potential market for the mobile payment. The common mobile payment tools such as Line Pay, Apple Pay and Jko Pay have revolutionized the traditional payment process by enabling consumers to pay and transfer account with a smart phone merely. In addition to convenience, abundant discount offering by the banks and the payment servers also become the major incentive for consumer to use it. It seems that we all praise the advantages of the mobile payment. However, as some risk cases such as credit card fraud and privacy leakage gradually emerge in the media, the issue of mobile payment risks have become more and more crucial.Therefore, this study will focus on the effect of consumers` perceived risk on the usage of mobile payment. With theories of risk perception, moral hazard, and convenience perception as the research frame, this study initiated the experiment research by asking 2 groups of participants reading either the normal or risk articles of mobile payment, and then examined whether they had different results on their intension of using mobile payment. 192 valid questionnaires were retrieved, by conducting regression, below are 3 major outcomes: (1) Consumers with high exposure to the risk information or high perception of risk, are less unwilling to use mobile payment. (2) Consumers with high degree of convenience or confidence perception, are more willing to use mobile payment. (3) However, consumers won’t feel less risky and more willing to use mobile payment due to increasing of convenience or confidence. The conclusions provide all the participants in regard to mobile payment as a references, and proposed some practical suggestion about reducing the risk, and provide the advice to the research scholars in the future. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第三節 研究架構與流程 4第二章 文獻探討 6第一節 行動支付定義與種類 6第二節 行動支付的風險來源分析 10第三節 知覺風險 13第四節 便利性 14第五節 道德危機成本 16第三章 研究方法 17第一節 研究架構 17第二節 研究假設 19第三節 問卷設計 22第四章 實證分析 25第一節 敘述性統計分析 25第二節 統計實證分析 29第三節 驗證假設 37第五章 結論與建議 39第一節 研究結論 39第二節 實務管理意涵 41第三節 研究貢獻 41第三節 研究限制與建議 42參考文獻 44 zh_TW dc.format.extent 1618830 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106351021 en_US dc.subject (關鍵詞) 行動支付 zh_TW dc.subject (關鍵詞) 知覺風險 zh_TW dc.subject (關鍵詞) 道德信任風險 zh_TW dc.subject (關鍵詞) 便利性認知 zh_TW dc.subject (關鍵詞) 使用意願 zh_TW dc.subject (關鍵詞) Mobile Payment en_US dc.subject (關鍵詞) Risk Perception en_US dc.subject (關鍵詞) Moral Hazard en_US dc.subject (關鍵詞) Convenience Perception en_US dc.subject (關鍵詞) Usage Intention on Mobile Payment en_US dc.title (題名) 消費者風險認知對於使用行動支付意願之影響 zh_TW dc.title (題名) The effect of consumers` risk perception on the usage of mobile payment en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻小丰子(2018)。Apple Pay驚傳被盜刷，還安全嗎? 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